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Gum in Bolivia

Nov 2014|Pages: 45

Price: US$990

About this Report

Executive Summary

TRENDS

Despite companies’ efforts to promote gum products, the category is expected to post only slow volume growth in 2014, which is an improvement on the even lower rate of growth in 2013. International brands lead gum in Bolivia and any type of problem with the import or supply of these brands has an impact on total sales. Slow expected growth in 2014 is a result of irregular imports and low product availability.

COMPETITIVE LANDSCAPE

Cadbury Adams Bolivia is expected to lead gum in 2014 with a 35% value share. The company was able to maintain this position throughout the review period thanks to its investment in distribution. The company also offers a portfolio of gum that targets different consumer groups. Beldent, its leading brand, is very popular among middle- and high-income Bolivians, while Chiclets and Clorets are popular among low- and middle-income consumers. These three brands are widely available through modern and traditional channels nationwide.

PROSPECTS

The performance of gum over the forecast period is expected to depend on the availability of products. Furthermore, the increasing maturity and penetration of major categories is not expected to yield dynamic rates of growth over the forecast period. On the other hand, sugar free gum is expected to post the best performance due to growing from a small base.